隨著中國大陸（以下簡稱大陸）的改革開放，海峽兩岸的商業貿易日益繁盛，帶動著廣告蓬勃發展，尤其網路廣告的快速成長，已是不容小覷的新興勢力。但由於兩岸五十年的分治產生價值觀的差異，使得在互動交流易產生誤解導致投資失敗、關係惡化，瞭解兩岸文化差異已是刻不容緩。本研究主旨即是進行兩岸網路廣告中文化價值觀與訴求價值觀的差異比較，以瞭解網路廣告中兩岸呈現出的價值觀異同。 研究樣本自兩岸最受歡迎的入口網站中收集文化意涵完整的網路廣告，共收集407則，其中台灣174則、大陸233則。採用Stern（1998）的文化價值觀量表，以及Hetsroni（2000）的訴求價值觀項目，再加上「兩人的情感」以及「異國風情」兩項，共計有27項訴求價值，由三位過錄員（含研究者）進行內容分析，評分者間信度為 .70至 .74。研究結果發現：（1）兩岸在網路廣告產品類別有差異，可能與兩岸的經濟水準有關；（2）文化價值觀整體分析中「社會正義感」、「財富」為台灣顯著較高，「影響力」、「敬重長者」、「多變化」、「刺激」為大陸較高；（3）訴求價值觀整體比較中，訴求「方便性」、「經濟」、「愉悅歡樂」、「個人主義」、「休閒放鬆」、「助人」、及「財物豐富」等價值為台灣顯著較高，而訴求「聰明智慧」則為大陸較高；（4）「網路產品」類別在文化價值觀與訴求價值觀皆未達到顯著差異；（5）在文化價值觀與訴求價值觀都有「歪曲鏡」的現象；。研究最後提出實務上的建議、研究限制以及未來研究方向的建議。 / In past decades, Mainland China(China) has made large improvement in economic power. The amount of business interaction between China and Taiwan has made the commercial industry become booming, and the new growing media—‘web ads’ are no exception. But even thought the people in two regions speak similar language and have shared a part of traditional culture, there are still many misunderstanding between them. Historically, Taiwan and China have separated over 50 years from 1949, leaders in two countries take the different policies to manage and structure people’s life and ideology. Comprehending the different of values will be helpful to cross-strait business interaction, cultural exchange, personal friendship, and so on. The main of this research attempts to get understanding the cultural values and appeal values on Web ads in Taiwan and China, and contrasts values between the two countries. A content analysis was conducted on a total of 407 Web ads with completed cultural meaning selected from the two countries. The cultural values sheet is from Stern’s（1998）study, and appeal values sheet is from Chien Yu-Fen’s(2003) study. Results of the content analysis on Web ads show that there are different productions and frequencies in production categories between Taiwan and China. And there are some important differences of cultural values and appeal values are significant. The most worth to mention is that there are no any significant on values comparison in ‘Web production’ category, and this category seems be possible a production with universal values.

Abstract The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition. The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed. Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis / Abstract The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition. The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed. Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis

隨著全球化、網路化的到來，英語已經變成一個全球語言。然而，許多雙語教學隱含的跨文化與價值認同等相關議題卻淹沒在這片英語教與學的熱潮中。本研究藉由語言與跨文化等若干理論視角，對這個課題進行初探性與嘗試性的探討。除了瞭解雙語學校為何吸引人，也從雙語學童學習背景及其家庭文化脈絡的角度，檢視雙語學童的文化認知與文化價值觀在整個雙語學習歷程中的發展為何？ 本研究採質化研究中的深度訪談法，研究對象包括十位台中華盛頓雙語小學學生、家長以及中英兩部主任。研究結果發現，雙語學校的盛行正反映了在全球化下，台灣人民對英語高度崇拜的社會文化現象。然而標榜全球化教育的雙語學校卻對本土教育產生不當排擠作用，雙語學童不但沒有展現出應有的宏觀的、批判的國際觀，反而產生貶抑本土語言價值與文化的態度，混種性的文化價值觀更淺藏認同危機。值得注意的是，孩子家庭的文化背景更扮演了直接影響雙語學童文化價值與語言評價的關鍵性角色。因此，本研究建議政府及相關單位在努力推動英語學習時，不要忽略本國語言與文化對一個孩子人格發展的重要性。家長也要有自己的定見，在參考各方建議時要能尊重孩子的個別差異其獨特性，不隨波逐流。 / The purpose of this thesis is using a cross-cultural lens to investigate Taiwanese children’s experience with bilingual education, its effects on children cultural values, and other factors that should be taken into consideration in Taiwan’s current bilingual education system. This thesis will specifically answer the following: What are the motivations of children to study in a bilingual elementary school? What is the role of bilingual education in the development of children’s cultural values, attitudes, and knowledge? What are parents’ perceptions of bilingual education and how does it influence children in various ways? How does bilingual education shape the type of children’s learning experiences under social and familial circumstances? Interviews with ten students, their parents and two deans of the Washington Bilingual Elementary School were conducted. The results indicated that contrary to the main goal of a bilingual school, which is to broaden the international perspectives of students, the mother tongue is devalorized in bilingual classes. Children therefore perceive an uneven social representation of languages, which further influence their cultural identities. Moreover, some parents regard English proficiency as a representation of their high social-economic status. Under a parent’s influence, these children therefore perceive English as a superior language making Chinese inferior, which seriously influences the development of their cultural identities and ethnic attitudes. These cases indicate that the extent to which western values affect children’s cultural identities will significantly depend on the specific social, familial and educational circumstances which shape the bilingual experience. Finally, some suggestions to the institutions of bilingual education and to future research are proposed according to the results of this study.